As an important large-scale science and technology festival in China,the continuous development of the National Science Popularization Day has played a good demonstration and forerunner role in the whole society.In view of the requirements of realizing high-quality development of science popularization in the new era,the leading role of large-scale science popularization activities should be further played.This paper analyzes the brand construction and operation of the National Science Popularization Day activities,public cognition and media presentation,and points out the problems existing in the current brand operation of the National Science Popularization Day activities,such as low brand salience,backward brand ecological construction,and brand communication power to be improved.Suggestions are put forward from three dimensions:optimizing brand capital,building brand ecology and improving brand communication ability.
关键词
全国科普日/科普活动/品牌运营/品牌生态
Key words
National Science Popularization Day/popular science activities/brand operation/brand ecology
维普
万方数据